Traditional messaging is gradually being replaced by the Application to Person (A2P) platform that is dynamic, rich in features, and capable of enhancing the communication between marketers and customers. In comparison with standard text messages, A2P messages are more relevant, personalized, interactive, and customizable. Several technologies including artificial intelligence (AI) are also being incorporated in these messages.

Initially, A2P served as a platform for billing and recurring payments, facilitating voting, delivering simple content, or sending messaging alerts. With a worldwide shift towards smartphone applications, mobile messaging embraced the trend of A2P, and now users receive alerts from companies and brands they follow or buy the most from. At the same time, there is an equal emphasis on the comprehensive nature of these messages along with making them more relevant and content-rich. As a result, A2P has boosted the growth of the mobile application industry in addition to driving the transition from SMS to rich communication services (RCS).

A recent industry report states that RCS messaging revenue is predicted to reach $126 million in 2018 and $9 billion by the end of 2022. With the help of RCS messaging, organizations can transfers files, share videos, and perform many other tasks in addition to sending standard text messages. A2P applications are estimated to grab 90 percent share of the overall traffic in the entire RCS space. Mobile network service providers are also devising ways to offer RCS messaging at affordable prices to boost the adoption of RCS. Although implementing new technology may cost more in the beginning, the return on investment is anticipated to be huge.

Interactive and intuitive mobile messaging may also lead to the formation of conversational communities that help customers interact with brands directly, put forward their queries, pay bills, and complete surveys using a single app. To take in such increasing amounts of data and respond efficiently, companies are trying to integrate their A2P solutions with AI, which will enable them to respond to customer issues by recognizing keywords and resolving those issues immediately. While the integration with AI is in the process, companies can focus on expanding their customer outreach and enhancing the brand image with the help of A2P messaging comprising media-rich content.